Toyota wanted to communicate to the public their ongoing commitment toward sustainability and resource conservation. But how do you communicate to people without using energy? We decided to work out how many joules of energy were involved in each form of communication. With the help of a MIT graduate, an engineer, radio transmission services, Fletcher pulp and paper makers and print manufactures we calculated that a newspaper ad has 11,000,000 KJs Billboard had 71,000 a DM has 1,700,000 and a radio ad has 60. So instead of doing a DM, a newspaper ad and a billboard we read them out over the radio.

FVO: The following is a newspaper advertisement.

There's a headline at the top written in bold, black letters that says: '1/2 the emissions of any standard car'. Each letter has a faint shadow behind it.

Below the headline is a picture of a car, which has been cut in half length ways, but is still driving down the road.

Below the car, and to the left, is another, smaller line of words. It says 'Contact your local dealer for information'.

There's a little asterisk at the end of the word 'information', and there is another line below it in tiny writing that says: 'Availability is subject to individual dealer figures'.ANN: A newspaper ad takes 11,000,000 joules of energy to make. A radio ad takes 60.

Toyota Prius. Always conserving.